Unlocking Motivation: How Coaching Transformed a Sales Leadership Team’s Performance

” Leadership is not just about setting goals or providing feedback—it’s about understanding what makes each team member tick. “

Atip Muangsuwan
CEO Coach and Coach Supervisor

The Challenge

Eric, a Chief Sales Officer, came to me with a pressing concern: “How do I motivate my 20 sales managers to perform at their best?”

Selling, as he emphasized, was not just a job—it was the lifeblood of his organization. For his team, success in sales meant financial prosperity, but for Eric, it was about creating a culture of excellence and growth.

Despite his efforts—providing one-on-one feedback, teaching, and following up—something was missing. The team’s performance was uneven, and he couldn’t figure out why.

He needed strategies—practical, actionable steps—to inspire his team and drive results.

The Discovery

During our coaching session, we dove deep into the root causes of the team’s lack of motivation. Here’s what we uncovered:

1. The Intrinsic Motivation of the Team Members:
   Some team members lacked intrinsic motivation. For them, selling felt like a chore rather than a passion.
2. The Success of the Top Performers:
   Interestingly, 10 of the 20 sales managers were consistently top performers. What set them apart?
   • Passion: They genuinely loved what they did.
   • Talent: They had a natural knack for connecting with clients.
   • Heart and Soul: They poured their energy and dedication into their work.
3. The Role of Leadership:
   Eric realized that while he had been talking to his team, he hadn’t been listening to them enough. He needed to understand what truly motivated each individual—beyond just money.

The Strategies

Together, we brainstormed actionable strategies to address these challenges:

1. Role Modeling:
   We identified the top 10 performers as role models for the rest of the team. Eric encouraged the others to learn from their peers’ habits, mindsets, and techniques.
2. One-on-One Coaching:
   Instead of generic feedback as done previously, Eric committed to scheduling regular one-on-one coaching sessions with each team member. These sessions would focus on understanding their unique motivations and addressing their individual challenges.
3. Two-Way Communication:
   Eric shifted his approach from talking at his team to listening to them. He asked questions, sought feedback, and created a safe space for open dialogue.
4. Tailored Motivation:
   We explored what motivated each team member individually—whether it was recognition, career growth, or personal fulfillment—and used those insights to inspire change.

The Results

Within weeks, Eric began to see a shift in his team’s dynamics. The one-on-one coaching sessions helped him build stronger relationships with his team members.

By understanding their motivations, he was able to tailor his approach and inspire them to take ownership of their roles.

The top performers continued to excel, but now, the rest of the team was catching up. They began to adopt the habits and mindsets of their role models, and their performance improved significantly.

Key Insights

This coaching journey revealed several important lessons:

1. Motivation is Personal:
   What drives one person may not work for another. Leaders must take the time to understand their team members individually.
2. Coaching is a Two-Way Street:
   Listening is just as important as guiding. When leaders listen, they gain insights that can transform their approach.
3. Consistency Matters:
   Regular one-on-one coaching sessions create trust, accountability, and continuous growth.

Eric’s story is a powerful reminder that leadership is not just about setting goals or providing feedback—it’s about understanding what makes each team member tick.

By investing time in one-on-one coaching, fostering open communication, and leveraging the strengths of top performers, Eric was able to transform his team’s performance and create a culture of motivation and excellence.

The journey wasn’t just about improving sales numbers; it was about empowering individuals to unlock their potential and achieve their personal and professional goals.

As a leader, Eric learned that the key to motivating others lies in understanding their unique drivers and creating an environment where they can thrive.

Are you facing similar challenges with your team? Do you want to unlock their full potential and drive results?

Let’s work together to create a tailored coaching plan that inspires and motivates your team. Contact me today to schedule your discovery session!

About Atip Muangsuwan: Atip Muangsuwan is the Founder & CEO of The Best Coach International Co., Ltd. He is a CEO & UHNWI Coach, Certified Mentor & Supervisor for global executive coaches, Holistic Life Transformation Expert, Business & Life Strategist, and Corporate Facilitator/Trainer. With a proven track record of helping clients achieve their career goals and job promotions, Atip is dedicated to supporting individuals in their personal and professional growth.